Abstract

The transparency of the business activity resulting from the development of communication technology and information modern formed the background of the role of the media as
information bridge between the company and the community him through the reporting of the CSR activity the company. Corporate Social Responsibility or social responsibility the company was the demand towards all the activities of the company that could affect humankind, the community and the environment. In Indonesia many incessant companies
campaigned for the CSR activity although his understanding was still heterogenous. The Public Relations concept held the role important to maintain good relations between the
company and the community. So this research aimed at knowing the trend (trends) the mass media in this case was Daily Republika through the CSR column in informing the CSR
activity the company.
The method that was used in this research was the analysis method filled with the descriptive approach quantitative. The scope of this research was item the news about the CSR activity that was received in the column of CSR Harian Republika the edition in December 2009 namely as many as 10 news. Whereas the analysis unit that was used was the analysis per the paragraph from every time item the news about CSR, so as from 10 item this news was received by 61 paragraphs that were gathered in the analysis unit.
The frequency of the emergence from respectively the category that is in the category of the CSR field the frequency of the most emergence in sub the category of the environmental field namely as many as 25 paragraphs or of 40.98%. This was caused by the concern of the business world circle towards the change in the climate (climate change) but also as the consequences of the company towards the activity of economics. Now sub the category of the
health field totalling 12 paragraphs with the percentage 19,67%. The social field the culture totalling 9 paragraphs with the percentage 14,75%. The agricultural field 5 paragraphs or of 17.2%. As for the frequency of the emergence in the category of the activity kind with the
frequency of the most emergence was gotten in sub the category of the training totalling 19 paragraphs with the percentage 31,14%. Sub the category contributed money totalling 1 paragraph with the percentage 1,6%. Contributed the thing totalling 15 paragraphs with the percentage 24,5%. Contributed the service totalling 1 paragraph with the percentage 1,6%.
The activity contributed this entered into Corporate Philanthrophy or was acknowledged also as responsibility directionary that is spontaneous responsibility the company. Afterwards there also are those that was mentioned with Socially Responsible Bussiness, here the company tried to repair some or his whole of the work system to be able to minimise the impact of damage on the environment. As for sub the category that including inside that is sub the selective category totalling 10 paragraphs with the percentage 16,39%. The improvement of the management of the production totalling 4 paragraphs with the percentage
6,55%. Further sub the category of the socialisation totalling 11 paragraphs with the percentage 18,03%. And the training Here the company tried to increase awareness the
community concerning a certain rumour, where these rumours must not be connected or be linked with the line of the business perusahaan.Kategori the company/the organisation with the frequency emergence respectively the category that is the frequency of the most emergence from the category of the company that is BUMS totalling 34 paragraphs with the
percentage 55,73%. BUMN totalling 19 paragraphs with the percentage 31,14%. The social organisation totalling 8 paragraphs with the percentage 13,11%. In the category of the CSR activity target the most frequency that was the public's public totalling 39 paragraphs with the percentage 69,93%. The employee totalling 8 paragraphs with the percentage 13,11%. The consumer totalling 10 paragraphs with the percentage 16,39%. The community around as
many as 4 paragraphs with the percentage 6,55%. In the category of the location, the frequency of the most emergence that is in the local category totalling 31 paragraphs with the percentage 50,8%. Nationally totalling 28 paragraphs with the percentage 45,90%.
Regionally totalling 2 paragraphs with the percentage 3,27%.